Honestly, I couldn't care less about how he is with refs. I hated the "best coach in America" thing, but honestly, he is no worse with refs than JC, K, or any of the other "legends." There were times I thought JC was going to assault Ted Valentine or Higgins.
For Hurley, it's the lame soundbites and fan interaction stuff that is just so beneath him and is such bad optics for the team. These reflective articles are great and all, but I feel like the same ones were written last year with the same rationale, etc.